Two generations moving too often in opposite directions

Much of the boomer generation’s economic history is defined by its consumption. It is the first generation to be born into mass marketing that touted “having it your way.” No other generation has experienced, or will ever experience, the same high volume of TV and radio advertising.

The boomer generation’s consumption drove three mega trends. The first was the rapid growth in fossil fuel consumption used to run their cars, homes and businesses. The second was their purchases of personal computers and programs that has resulted in today’s Information Age. The third was the adoption of a mass produced food supply artificially infused with sugar, salt, fat and chemicals.

The millennial generation is just now putting their stamp on our economy and environment. Most obviously this is a generation defined by their smart phones and reliance on sites like Google, Facebook and YouTube for real time learning, entertainment, purchases and awareness. Less obvious to other generations but not to millennials, they are the most diverse generation in history. From food to fun they try new things, test new ideas and socially engage. Their relative fiscal conservativeness is driven from coming of age during a Great Recession created by the financial risks taken by Wall Street boomers. The urban members of the millennial generation are redeveloping the downtowns abandoned by the boomer generation. They are inventing best practices in small (or smaller) living and a shared economy enabled though smart phone apps. Millennials are the empowering force behind the success of companies like Uber and Amazon.

Millennial generation seeking sustainable solutions

The millennial generation is seeking sustainable solutions to the mistakes they think their boomer generation parents or grandparents have made. For example, they are the driving force behind a growing national shift away from mass produced foods that are not sustainably sourced. Their buying power, along with concerned parents, are driving the sales of healthier foods to double digit annual growth rates.

Will these mega-generations unite or fight over sustainability?

The boomer generation shaped the 20th Century. The millennial generation will shape the 21st Century. At this transitional point in time the question is whether these two generations can come together over sustainability?

A related question is whether the boomer generation will shift from their climate changing consumption of fossil fuels? Again pain could be a motivator. How much longer can this generation afford the homes they raised their children in? My experience is that it is the boomer generation homeowners who are the leading purchasers of roof top solar because it lowers their electric bills. Many of these boomers are then really getting “weird” by using their electric bill savings to lease electric cars they fuel for free through their home’s solar system. In addition, a growing number of boomers are beginning the process of downsizing that has the potential of reducing their emissions.

Finally, another pain point for both the boomer and millennial generation is the lack of income growth for the middle class over the last 15 years. Both generations have been harmed by this. Can these generations come together over this common economic challenge by adopting sustainable consumption?

Those will be the type of generational questions that will determine the future of boomers, millennials, our economy and the environment.

About the author

Bill Roth is the author of The Boomer Generation Diet, now on sale at Amazon! Here’s what Jen Boynton, Editor in Chief of Triple Pundit says about the book: ”Written in Bill Roth’s lovable, relatable tone. The Boomer Generation Diet is a must-read for any Boomer who is looking to jumpstart their health and have fun at the same time. I hope my parents read it!” Follow Bill on Twitter and Facebook.

About Bill Roth

Bill Roth is the founder of Earth 2017, author of The Secret Green Sauce and a nationally-followed contributor to Entrepreneur.com, Triple Pundit, The Green Economy Post and Media Post on best business practices emerging from the smart, healthy and green global economy. He coaches entrepreneurs, business and community leaders on how to grow revenues, profits and jobs by going smart and green.